Tyla’s Neutrality Problem
Why The Tyla Problem Goes Beyond Race and How Playing It Safe Could Cost Her the American Market.
Tyla has undeniable star potential, with several viral hits and strong marketing behind her. But the real issue isn’t race alone—it’s that she’s so neutral, she’s neutralized herself.
When the conversation about her heritage surfaced, she could’ve calmed the storm easily. She’s spoken about her coloured South African roots before, but instead the narrative quickly spiraled into “I no black, I Dominican” territory, morphing into anti-Black American sentiment—portraying Black Americans as ignorant, insecure, self centered, and racially traumatized. Even when some of the strongest black American voices in the conversation acknowledged the complex racial identities between South Africa and the U.S., the xenophobia and diaspora infighting only intensified, so much so black Americans pretty much washed their hands of Tyla and her fanbase, deciding that if Tyla wanted to center her audience around the African and UK markets, that was fine.
Tyla and her team missed a crucial opportunity to diffuse tensions by refusing to engage Black American media and influencers. They stepped into Black spaces—award shows, streaming platforms, media—without addressing the controversy. Wanting to focus on her music is understandable, but silence only fueled the fire.
In 2025, audiences want emotional connection. They want artists who are bold, if not slightly controversial. Instead, Tyla danced around not just this issue but so many other issues, developing a reputation for being whimsical and neutral—and in a world where everyone is an opinion, neutrality is a liability. There are a million TikTok dancers out there; what makes Tyla stand out? It’s similar to what happened with Kamala Harris, she was thrown into the presidential race with just over three months to form a strong campaign and strong talking points, instead of standing out as a candidate, Kamala kind of whimsied around the issues and became more of a pop culture figure than a strong political contender Even Beyoncé, who rarely does interviews, reveals enough personal insight in her documentaries to keep fans invested.
If Tyla wants long-term success in America—the biggest market—she needs to embrace her complexity. Own the Black part of her heritage while celebrating her coloured identity. A savvy PR team could have steered this conversation into a moment of growth and connection, but that chance was missed.
Tyla should develop a strong personality and find a way to be comfortable in the spotlight. Whether it’s a documentary, a TikTok series, or candid interviews, people want to know the artist behind the music before they invest. Right now, that connection is missing. For Tyla to thrive, she has to pivot—and fast.